MullenLowe Shanghai, received the Silver Dragon Award for the Best Small Budget Campaign from the renowned Promotion Marketing Awards of Asia (PMAA). The award went to the campaign for water purification company, Unilever’s Qinyuan.
MullenLowe Shanghai leveraged a viral trend, originated from a reality TV show, “Rap In China”, together with an interactive social media game, successfully combining on and offline promotional tools to achieve its marketing goal. The campaign’s originality, creative promotion and marketing communication strategies received the judges’ recognition. Receiving the Silver Dragon Award showed the strong relationship between the agency and the brand that made them stand out among many well-known brands in the Asia-Pacific region.
“We are happy that our work has been recognized in the regional space. The aim of this campaign, was to provoke consumers’ interest in the brand, drive traffic from online interaction to offline purchasing, and continue to strengthen the Qinyuan’s brand position and image as the expert in water purification for Chinese families,” commented Richard Tan, CEO of MullenLowe Group China.